Wednesday, September 8, 2010

Put it in Print!

Having recently cycled through the process of purchasing a printer, I have come to realize that the selection process is not quite as cut and dry as one might expect. Since they do not offer all the initially exciting bells and whistles of their computer counterpart, the printer is usually a secondary selection and the recipient of much less focus in the purchase process. That said, when I began my recent purchase process I recruited the assistance of a technical minded friend and got schooled in all the considerations I had previously failed to consider.

Is there a particular brand that you are devoted to? If so, save the people assisting with your purchase the futile efforts of showing you alternate options. Don’t worry that they will take offense. In the long run, you are actually saving them time and energy! (Caution Note: If you are too stuck on a particular brand you can risk missing out on some great new products!)

What is your budget? No one really enjoys working with a budget, but before you talk yourself into spending the extra funds on the really cool printer, be sure that you really need everything it offers!

What do you need from your printer? Much like selecting a mate, you need to know what functions you need it to do best and most immediately. You should also consider growth potential for the future -assuming that your purchase is a long term investment. ** For example, if you are starting a business and know that you need the ability to print, scan and fax you might consider a single multi-functional device. However, before making your final selection think about the company growth potential you hope to achieve, as well as the volume of printing, scanning and faxing you will be doing. If you expect a high volume of all three options and multiple users need access to all three services, perhaps a single multi-function device may not be the best option. What happens if the printer portion fails and needs repairs? While it is out of commission – so is your administrative business functioning! (** Be sure to balance growth considerations with available funds so as not to land in the red before you really get started!)

What is the final cost? It’s easy to get excited about some of the great deals available right now, but I caution you to think long term. In order to being a truly useful device your printer will need ink and it always runs out a lot faster than you expect! When you have narrowed down your potential purchases to a handful of options I suggest doing a little investigative research in the ink aisle. Some of the printers that are low cost at the point of purchase recover their profit margin in the cost of replacement ink. Be sure that you understand the long term costs associated with this new piece of equipment before you make your final decision!

Additional Information to Consider:
While the majority of inkjet printers these days utilize a thermal inkjet, others use a piezoelectric crystal in place of a heating element. What’s the difference you ask?

With a thermal inkjet there is a heating element in each partition of the ink reservoir and when the printer sends the appropriate signal, a tiny current passes through. This current warms the heating element and results in the vaporization of the ink surrounding the plate producing a tiny air bubble inside the nozzle. An ink droplet is then forced out of the cartridge and onto the paper. This method relies on a smooth flow of ink and can develop problems if the ink starts to dry at the print head – usually when the ink level becomes low. (Fix it – dried ink can easily be removed from a cartridge print head by gentle rubbing with isopropyl alcohol on a cotton swab or paper towel.)

The piezoelectric crystal printers place a crystal in each nozzle in place of a heating element. With the application of an electric current, the crystal changes shape and/or size producing a drop of ink from the nozzle. A plus for this method is the use of inks that traditionally have bad reactions to heat. (Most Epson printers use this method currently.)
Laser printers have proven to be great for high volume printing, but there are a few things to keep in mind in order to receive optimal production.

Not all paper is created equal! Make sure that the paper you are inserting for your print jobs is compatible with your machine. The wrong paper selection can result in paper jams due to folding issues and an inability to handle the heat necessary for a static load process.

Fast printing means greater heat, so be sure that you are using the correct type of ink for your needs. If you need a machine that can print quickly, be prepared for it to produce some heat! (“Cooler” printer options to consider are bubble jet and dot matrix.) Use of the wrong ink in a high heat printer can cause bleed over in your print jobs can which waste both your time and paper. If you are printing high volume on pre-printed paper (such as checks) be sure that your printer is using thermocromatic ink to ensure a smooth printing process.

Tuesday, September 7, 2010

Old Faithful

Did you know that the wall calendar is considered one of the most widely successful promotional products? Me neither! I recently read an industry article offering some enlightenment on this item as an important piece of a marketing mix. As I began reading the article I was prepared to scoff at the idea that calendars could still be a valuable player in today's market place. Everything has gone digital with most people using a smart phone or Outlook to track their schedules. Just about this time, something caught my attention and I realized that in spite of my use of a digital calendar, there is a wall calendar hanging above my desk... and that made me stop to reconsider my thoughts about this old faithful product.



As I worked to adjust my thoughts on this product, I began with a simple question - Why do I have a calendar hanging on my wall if I primarily use my digital calendar for scheduling? The top answer is that I enjoy the monthly photos - cute French Bulldogs make me smile. Second to this is that I work in an office not yet using a shared calendar. Adding important details to the wall calendar provides a great method of covering my backside allowing others in the office to easily view days that I am out and why without having to send email reminders and/or share my Outlook password.

The next step in my thought adjustment brought me to consider whether or not I would feel the same about my adorable calendar photos if they also showcased a company logo or motto. Although it might somewhat detract from the cute factor the thoughtful placement would not dampen my viewing pleasure in the least. If I am being totally honest, it would also serve the purpose of visually reminding me of a company thoughtful enough to send an item that brings me a little joy on a daily basis... and this, I believe, is the reason that customizable wall calendars remain a staple in the promotional product realm.



As you prepare for your next marketing adventure, consider this old faithful and the vast array of customization options now available. Whether adding a company logo to a calendar with pre-selected photos or developing your own monthly displays, a thoughtful gesture is always noticed and usually rewarded!